This season in a totally new departure, we worked with a film director for the latest shoot in a move away from traditional fashion photography. We caught up with Francesca to talk fashion, female empowerment, and the inspiration behind the images.
“In terms of inspiration for the shoot,” says Francesca, “There was strength… I wasn’t interested in posing the model in the typical ‘girly’ poses: There was kind of an androgyny to it. She was as in control of the situation and I think that added to a sexuality that works for both men and women. I think in this campaign the Jigsaw woman comes across as confident and strong and sexual and not afraid to own herself – and why shouldn’t she?!”
“I think in telling a story in film it’s really about capturing the humanity”, Francesca continues. “It’s about having that rapport with the actor or model where they feel comfortable with you and confident in you to reveal themselves. When they open themselves up to you, the clothes look better because they become part of the story and it is your job to capture that moment, that bravery of reveal.”
“I’m always curious about what it is that makes one image stronger than another and I think it really comes down to people revealing who they are, because that’s always so attractive – our humanity, capturing in a single frame the essence of who we are. Someone’s individual truth is actually what we respond to in an image, and the more specific and intimate paradoxically the more universal, simply because it rings true and that cannot be denied.”
We’re all living life already so for me it’s about heightened reality and that’s what fashion is… It’s aspirational, it’s about fantasy. I love that in-between space where anything can happen.
“To me, costumes are the unsung heroes in film, as are film editors – I think those two elements don’t get the credit they deserve. I think if anyone watches either of my films, you’ll see great attention paid to costume. I fancy myself as a stylish person so I do think about it; I’m not obsessed by it, but I want to look good!
At the end of the day, you can have the best lighting in the world, the best framing in the world, but what you’re framing up is the actor in their clothes so the clothes better be rock solid and express something about who that person is.”
Francesca Gregorini is an Italian-American film director and writer based in L.A. Francesca has worked with HBO and Paramount Pictures, as well as co-writing and co-directing the movie ‘Tanner Hall’ starring Rooney Mara, an official selection at the 2009 Toronto International Film Festival, and wrote and directed ‘The Truth about Emanuel’ starring Kaya Scodelario, which was selected for the US Dramatic Competition at the 2013 Sundance Film Festival.
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